SPECIAL CHARACTARISTICS OF RETAILING

 Retailing brings goods and services closer to the consumers

 A Retailer is the last link in the distribution channel

 Retailers buy in large quantities but sell in individual units

 There are large number of retailers as compared to manufacturers and wholesaler s

 Retailing can be organised (branded chain stores) or un-organised (that is normal stores
that we find in our neighbourhood)

 Retailing provides a direct contact with the customers

 Retailing is the function that keeps an eye on the pulse of the customers

 Retailing can also be done through online stores, and

 Provides a variety of products at a single place.

KEY ISSUES FACED BY RETAILERS GLOBALY

 Evolving customer demands, customer shopping habits are evolving daily and in order to meet
their needs in terms of product and services an organization needs to be continuously innovative
to main its competitive advantage.
 Maintain Brand Loyalty has become more challenging. With all the political and economical
issues that are face globally the rates of inflation are forcing consumers to shop for cheaper
products regardless of the trusted brand they know and love.
 Finding a way of integtration between online stragegy with store based stratagies.
 Maximising the use of customer information and feedback
 Price wars, more frequent price cuts between retailers, resulting in low margins for everyone
 Available retail space is decreasing due to over trading
 The need to adapt the existing retail strategy to encompass the maximization of social media
opportunities.
 Growing the business while retaining current customer base.
RETAILERS FUNCTION IN THE DISTRIBUTION CHANNEL

Retailers are the final link who deals directly with the consumer.

The retailer plays an important role in connecting the brand/product with the consumer in the final
buying point.

The retailer offer an assortment by breaking the bulk and holding a variety of inventory options.

Convenient location of shops provide the customer with a safe and pleasant shopping experience.

The retailer provide feedback to the wholesalers and manufacturers on the customers satisfaction or
dissatisfaction of their product..